When active adults choose a new home, their selection is almost always based on desire, not necessarily need. Consequently, the key to reaching this group is to focus on building relationships.
Strong Relationships Sway Active Adult Home Buyers
To accomplish that, make sure every contact between your sales staff and your prospects helps move the relationship gradually from one stage to the next — from stranger to friend, to customer, to loyal customer. Also, make sure you give your salespeople the tools and training to build these relationships with potential buyers.
At the same time, don’t dismiss the traditional elements of your marketing plan — advertising, publicity, special events, direct mail, Web sites, marketing collateral, even the community’s activity calendar. They still are very important and should reinforce and support the development of the relationship you are building with your prospective buyer.